A short update looking at the variation of online advertising in Europe which I hope will be interesting for marketers working across different markets.
These chars are taken from a new report from IAB Europe on European online advertising.
This chart shows significant variation in the popularity of display advertising across Europe:
This is the main reason I thought it would be worth sharing this new research - it's the first compilation I've seen of mobile advertising popularity. Despite the hype about mobile Internet usage overtaking desktop usage , mobile is still a small proportion of overall ad spend overall.
It's around 2-5% in most countries, but > 10% in Finland which perhaps gives an indication of future trends.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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